Verno wrote on Sep 19, 2011, 13:35:You can't put a price on bad PR either. The Netflix brand was consumer adored before this incident, they bungled the whole thing from start to finish. It hurts future promotions that could potentially have any negative impact to the consumer and it's going to be very expensive to get that trust back.

Yeah, the bloom appears to be off the rose here. It would seem that they've lost the trust of the community, and that could be a killer for them in the long term.

IMHO, the better approach at the onset would have been to talk to the customer about the problem of rising prices for content leasing versus the subscription cost. Create a sense of "them vs. us" that the community could have embraced on the same side as the company.

Instead, we get a marketing email framed as an apology in which they basically announce they're doubling down on their first mistake with the Qwikster rollout.

Their approach and tone seems to have created the "them vs. us", but putting the company and the customers on opposite sides of the fence.

Not to smart, IMHO.

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